Combining cultural analytics and networks analysis: studying a social network site with user-generated content

Humanities and social sciences require new research approaches to deal with and to benefit from the explosion of digital media. Thanks to large scale data storage and processing, close reading of individual items can be supplemented with analysis of broader trends from massive amounts of data. Cultural Analytics (CA) is a recently developed methodology for the exploration of content and visual form in large image and video collections. It has already been applied to a variety of media types, including TV programs, feature films, newspapers, and video games. However, until now these applications did not take into account the social context of media. In many cases, media artifacts under scrutiny are generated or used by people in a social setting, either in forms of (digital) communities, or in terms of social relations, which can be also analyzed as a valuable source of information. Social network analysis (SNA) is a set of methods for the analysis of human networks, including massive online social networks. In this article, we argue that CA and SNA can be combined synergistically, using data and images from deviantArt, the leading online network of user-created art, as a case study.